Today earned media makes up 89% of AI search results.
Earned results are defined as inclusion in academic papers, contributed content, government resources and reports, and most importantly journalist written stories on credible media sites.
Google search still dwarfs the searches across all AI platforms put together, accounting for 95% versus AI’s 5%. But, considering AI searches accounted for 0 percent a few years ago, we can all see the future coming.
So, the question most PR and communications folks face is: how can I prepare for the future without sacrificing current opportunities. And, while many want to talk about the productivity and performance gains created by the use of AI, the real opportunity comes from expanding what we are currently doing to drive even greater brand visibility.
While Generative Engine Optimization (GEO) is a rapidly evolving space, there are a few certainties that we take into account when building our client’s media strategy…
- Authority is Key. Communicators have been preaching this for years and now we have yet another support point – ignore your press release pick-ups and focus on those publications your audiences really care about. And, not just the business publications, but your most respected trades.
- Tailored Stories Drive Visibility. The mass approach no longer works, even with major company news. All stories are tailored to the publication and the audience, so that the same news can generate multiple supporting stories that build authority.
- Write Like You Talk. AI favors natural language, meaning your messaging should mirror the phrases that real people use. Finally, we can say good night to all that jargon and those acronyms.
- Relationships Matter but the Story Matters More. The media landscape is changing; reporters are under pressure; new upstart media platforms are gaining authority. Traditional relationships matter, but they won’t carry your program and not all will align with your GEO goals.
- It’s Not Always the Biggest Media Platform. I already mentioned this, but it bears repeating. Emerging media and independent journalists are becoming just as important as your traditional publications.
- Use AI Platforms to Inform and Refine. Before you start, conduct some searches using variations of your key words and messages on common AI platforms. Which ones do they favor? Which ones turn up results for your competitors? Which ones are best aligned with your strategy and audience? Use the information you can glean from that research to improve your GEO results.
As AI is becoming more and more critical to communications programs, it’s critical to build a GEO strategy into your communications initiatives. But, for a lot of strategic communications teams, this doesn’t mean a complete overhaul. Even before GEO became a thing, our team was working with clients to focus on authority, tailor stories, refine messaging and engage the right media at the right times. Platforms evolve and tools change, but a smart approach to communications is timeless.